Zendesk report highlights the shift towards human-centric AI in customer service

Recent consumer research by Zendesk has highlighted a dramatic shift in customer expectations regarding artificial intelligence (AI) interactions within businesses, revealing a growing demand for AI that is more human, personalised, and engaging. The 2025 Customer Experience (CX) Trends Report, Zendesk’s seventh annual analysis, draws insights from over 10,000 consumers and business leaders globally. It identifies five key trends that are poised to shape the future of customer service, illustrating how a human-centric approach to AI is becoming essential for customer loyalty and corporate strategy.

Matthias Göhler, Chief Technology Officer for EMEA at Zendesk, noted the report’s findings signal a transformative era in customer experience, underscored by human-centric AI adoption and increasing consumer expectations. He emphasised that 80% of CX leaders in the EMEA region acknowledge this shift as one of the most significant developments in the last five decades. Notably, 69% of service agents express enthusiasm for AI copilots to enhance their productivity, a trend particularly evident in the UK, where 76% of CX leaders believe that only those organisations that effectively implement AI will remain competitive over the next five years.

A pronounced divide has emerged between companies that proactively embrace AI — termed “CX Trendsetters” — and those that cling to traditional methods. CX Trendsetters enjoy a 33% higher customer acquisition rate, 22% better customer retention, and a 49% increase in cross-sell revenue, highlighting the financial benefits of integrating AI with a focus on empathy and personalisation. In the UK, data reveals that 90% of these trendsetting businesses report a positive return on investment from their AI tools used in customer experience.

The report identifies five critical trends:

1. Autonomous Service Accelerates with AI Copilots
   Businesses are increasingly adopting AI copilots, tools designed to support agents by managing routine tasks, allowing human staff to concentrate on more complex customer inquiries. A significant 73% of agents believe these tools would enable them to perform their jobs more effectively. As organisations shift towards a model of autonomous customer experience, it is projected that 75% of customer interactions could be resolved without direct human involvement in the coming years. However, concerns arise with the growing use of shadow AI, leading to potential risks for customer privacy and data security.

2. Consumer Confidence Rises with Human-Like AI Agents
   As consumers become more accustomed to AI, they now seek agents that feel human and empathetic. According to the report, 64% of consumers are more likely to trust AI that displays traits like friendliness. Companies prioritising this approach have reported enhanced customer satisfaction and loyalty, revealing a growing trend that places emotional intelligence at the forefront.

3. Personal AI Assistants Shape the Future of Customer Interactions
   The integration of personal AI assistants, such as Siri and Alexa, into daily life has led consumers to expect similar service experiences from customer service sectors. A substantial 67% of consumers are willing to delegate tasks like tracking orders to AI, showcasing an opportunity for companies to adopt these assistant-driven interactions to streamline customer service processes.

4. Voice AI Gains Ground as the Preferred Channel for Complex Issues
   Advances in voice AI technology are leading to increased consumer willingness to use voice for articulating complex needs. Half of consumers have engaged with voice AI, and a remarkable 88% of UK CX Trendsetters believe this technology presents significant promise for future customer service interactions.

5. Personalisation Redefines Customer Loyalty
   Personalisation has become a crucial element in defining customer loyalty, with 61% of consumers expecting AI interactions to be tailored specifically to their preferences. As customer expectations rise, businesses must ensure their service experiences are customised and relevant, especially given that 63% of consumers are inclined to switch brands after a single poor experience.

For UK businesses, the urgency to adopt AI is particularly pressing, with 82% of CX leaders asserting that AI is fundamentally altering customer service dynamics, from operational efficiency to customer satisfaction. Zendesk’s CEO, Tom Eggemeier, asserts that AI should not merely be viewed as a technological tool but as a means to foster closer relationships between companies and customers. He emphasises the importance of creating genuine, human-centred AI interactions to cultivate trust, loyalty, and lasting connections in a rapidly evolving business landscape.

As businesses strive to meet the evolving demands of consumers, it is evident that integrating AI with an emphasis on empathy, personalisation, and security will be key to ensuring future success in customer experience management.

Source: Noah Wire Services